Pharmaceutical Marketing Management Programme

Pharmaceutical Marketing Management Programme is addressed to professionals with a minimum of three years experience in the Pharmaceutical Industry who wish to expand on their knowledge and who intend to or must become a Marketing Manager of a Healthcare related company in the near future.

Module 1 Research

Market Research. New Techniques and Technologies. Information Systems.

Participants will be shown various useful sources for accessing information on their market. Some of these sources are well known regular sources whereas others such as perceptual maps, the customer's voice, joint analysis, the instantaneous use of POS data and laddering, are more novel. The aim is to encourage a healthy critical attitude towards market surveys.

Doctor, Pharmacist, Customer And Patient Psychology Studies And Trends.

Participants will take an in-depth look at the purchasing process and the actors involved in it, the purchasing model (the Assael matrix), customer satisfaction and retention. Among the topics discussed during the course are ideas on opinion groups and leaders, behaviour towards generic pharmaceutical products and the psychological aspects of the two big marketing strategies: segmentation and positioning.

Conferences

"Marketing as a management strategy" Belén Garijo. General Manager of Sanofi-Aventis Spain.

Module 2 Customers

Customer Intelligence: Intelligent Marketing.

Participants will be shown how to transform internal and external company information into strategic knowledge for effective commercial and marketing initiatives. As well as, Targeting, Profiling, Customer Share, Sales Force Effectiveness and Multi-marketing. Changes in regulations concerning medicines (reference prices, maximum price schemes, active ingredient prescription, etc.), changes in the competitive environment (generic medicines, government pressure, new sales formulas, etc.) plus an increasingly complex customer perspective with more and more players, oblige the industry to gear its sales model towards the customer and customer value. In the session we will take an in-depth look at this whole state of affairs and put forward plausible initiatives that can be taken inside the industry to address these issues.

Customer Segmentation. Targeting. Clienting.

In what ways do they benefit the company? How can we put these concepts into practice? Segmentation: group together in order to discriminate, targeting: "wisely" unequal investments. Clienting: from the "occasional customer" to the "loyal customer".

The Pharmacy. The Wholesaler.

Pharmaceutical distribution adapts to the changing times. In what ways does legislation affect the business orientation of wholesalers and pharmacists? How does the industry view and how should it view wholesalers and pharmacists? What role do wholesalers and pharmacists play in the company's portfolio marketing strategy? Are there new alternatives for pharmaceutical distribution?.

Institutionional Decision Makers Management Lobbying.

During the session we will focus on how the National Healthcare system has evolved since Healthcare was passed over to the 17 Autonomous Communities and we will also look at different customers who bear an influence on the decisions taken by the Administration. In addition, we will look at how we can administer our product portfolio within this new environment and see what impact the different Rational Use of Medicines guidelines have on the life cycle of our products.

Conferences

"Strategies of Family Business"

Module 3 Strategic Planning

Clear Competitive Advantages.

What must we be good at? Why? Where does our real differentiation lie? Where do we seek our competitive advantage? In this module we will look into ways of discovering and activating sources which can bring real value to our organisation, doing away with unnecessary mirages which are essentially superfluous and prevent us from focusing on the really important aspects of our activity.

Strategic Decisions

• As long as the Organisation's internal resources and the business environment and market factors continue to change, and we react to these changes by varying the product, price, channel, network and communication actions, strategic decision makings will continue to be the key coordinating element, and although it may evolve, it does not allow for radical changes without penalisations. The key objective of this module is to work on defining strategies and taking action based on a series of key factors such as Opportunity / Specific threat, the type of "if" customer, the product concept, how we will position it, what objectives we will set down.
• These are strategic decisions because they cannot vary without seriously upsetting our relationship with the market.

Finance.

Participants will be shown how to correctly interpret accounting and financial information brought out by the Pharmaceutical Industry.
They will acquire specific skills needed to analyse the company's financial statements with a special focus on the profit and loss account.
They will learn how to identify key variables which may improve the company's Economic Profitability and provide added value for shareholders.
They will be provided with the essential tools for choosing investments which generate greater profit.

Conferences

"Internationalisation as a key to progress"

Module 4 Developments in communication in the pharmaceutical sector

Branding. Brand Management.

This session is devoted to understanding what a brand is from a general viewpoint and more specifically, from a pharmaceutical viewpoint. We will do work around brand value at different levels: the company, the channel, prescribers and customers, and how to properly introduce it and preserve it.

Direct To Consumer.

In sectors where we can adequately segment and identify profitable customers for our companies we have a number of techniques and strategies at our disposal which enable us to have a direct impact on these customers with pharmaceutical products, in a controllable fashion and much more effectively than with other methods.

Retail Marketing. Category Management.

Retail Marketing is marketing used by companies which sell directly to customers. These types of sales, whether we are dealing with consumer products, pharmaceutical services or products, is facing challenges which didn't exist in the past.
This module aims to provide participants with the practical methodology that will enable them to analyse sales formulas, improve on existing ones and/or come up with new ones.

Technology Applied To Interaction With The Customer: E-Marketing, Virtual Mk.

New technologies have brought about a radical change in the way organisations do business both on an in-house level and in their relations with customers. From the early days of the Internet, which prompted the bourgeoning of a multitude of company websites, to state of the art customer relations and management techniques. You will learn how to implement them in the industry.

New Trends In Communication.

Traditional means of advertising are no longer the only means that are capable of having an impact on customers. New communication is creative in its formats, innovative with regard to strategies and supports, and much more at the service of marketing than ever before.

Adjusting To New Stages: Collective Visits, Active Ingredient Prescription, The Pharmacy As A New Player, Patient Associations.

The promotion of pharmaceutical products no longer follows the traditional Laboratory-Doctor-Pharmacy pattern. The number of sales-rep visits to practitioners have declined and are becoming less frequent. Pharmacists in Pharmacies are taking on a new role in healthcare and patients now join Associations which are demanding more attention and resources. Laboratories therefore need to address these new developments.

Conferences

"Emerging markets: opportunities and risks" Jesús Acebillo. President of the Novartis Group Spain. CEO of Emerging Markets. Vice-President of Farmaindustria.

Module 5 Marketing Alliances with related departments

Marketing And Sales. Areas Of Interaction And Knowledge.

Marketing and Sales, confrontation or synergies? In a tremendously competitive and highly regulated market, the need arises for a clearly defined strategy, which will lead to debate and consensus around a common plan of action. The acknowledgement of different points of view will lead to a greater degree of commitment on the part of the entire sales team thus optimising results.

Marketing And Medical Marketing. Areas Of Interaction And Knowledge

Marketing departments now have new allies who must bring added value to their commercial strategies. Competitive advantages should not be limited to a good action plan or idea. The know-how and tools provided by new players such as Medical Marketing are crucial in an increasingly competitive and undifferentiated market.

Medical, R+D+I And Licensing. Areas Of Interaction And Knowledge

Joint collaboration between the Marketing, R+D+i and the Patenting and Licensing Departments is essential in order to focus research on specific areas defined by Marketing and optimise the Licensing process.

Conferences

"Marketing Nutricionals Product"

Module 6 Strategic management in changing markets

Ethical Medicines Management Without Generic Products

Ethical medicines management, when generic equivalents are not yet available, poses strategic planning challenge for managers who need to take advantage of the competitive advantage that each already launched product can offer to prescribers and patients. Before it is launched onto the market, the manager needs to be able to predict the environment it is going to come up against. Once it has been launched, s/he needs to find that special reason which will further its prescription, and finally, find ways to extend its life cycle as much as possible before the introduction of its generic counterparts. A daunting challenge which only the most creative and innovative and, why not?, the most daring managers can take on. They will need to get around countless obstacles in order to make these medicines reach the top, and the top means maximising the profits that a product can bring to the company.

Ethical Medicines Management With Generic Products.

The eventual entry onto the market of generic drugs is an unavoidable reality for all medicines. One can react to this in two ways: dramatically, in which case the decision is to drop the product or, on the contrary, to try and find a market opportunity and see how it can be optimally managed from inside the company. Ethical medicines management in the presence of generic medicines requires professionalism, experience and a strong dose of creativity.

Generic Medicines Management.

Generic medicines management has come a long way since the first generic medicines appeared on the market and today there are a lot of laboratories and an infinite number of generic products abound. As a result, promotion is based on the trademark of the laboratory and product coverage. What's more, market conditions in the near future will change with the introduction of the new Law on medicinal products.

Ethical Medicines Management And Support In Pharmacies.

The pharmacist's role as a prescriber and ratifier of pharmaceutical products for minor ailments is becoming increasingly more important. Pharmacists must be an integral part of the laboratory's promotional strategy given that they now play an increasingly important role in the healthcare circuit.

Otc Medicines Management.

OTC medicines management is different to that of ethical medicines. The pharmacist and the final customer are the main actors in a market that is complicated further by prescription culture, product variety and competition, the low prices on the Spanish market and the costs involved in promoting a product.

Conferences

Management Skills

Coaching.

To understand and comprehend the coaching philosophy and process in order to manage collaborators and put it into practice.

Leadership.

To learn and identify the essential aspects and elements that are required in order to lay the foundations for effective and solid influence as regards our leadership towards our collaborators.

Creativity.

To use creative techniques which facilitate innovation and the generation of ideas, develop them further and then project them. More than ever before, the enhancement of creative capabilities is a tool which allows us to advance and stand out in an increasingly global world.
A specialist experiential course, during which participants develop their own creative competencies, combining various group methodologies to generate ideas and then looking at how to manage them.

Time Management.

Information, know-how and relations management requires time. Learning how to manage time is of vital importance so that we can distinguish between what is essential, what is important and what is urgent. By means of team work methodologies participants will be asked to come up with strategies which analyse how time is managed and how to optimise it.

Communication And Emotional Intelligence In Interpersonal Relationships.

Managing our communication in general and in relationships in particular, is the basis of our personal and professional life. All people are different and variable and this often leads to relational conflicts, which create an upset in our lives. That's why this session looks at key factors involved in understanding the underlying causes of such conflicts and focuses on how to resolve them and how to communicate more effectively.

Conferences

Conferences.

The ideal of training methodology is the exchange of ideas. The entire Programme has consequently been designed with this objective in mind. The Programme has adopted the case-conference format in order to familiarise participants with the outlook of the Company Laboratory Manager and, once the conference is over, we will begin a workshop in order to come up with valid conclusions which can be applied to management.